Complex product brands are redefining 3D web experiences
Beyond the Configurator: Why Industry Leaders Should Extend Their 3D Pipeline to the Product Launch Page
A further step
Most companies with complex products have already solved the problem of visual representation. They have built Digital Twins, CGI pipelines, sophisticated configurators. They know how to show their product in every variant, across every channel, in every market.
What is emerging now — across sectors that have led this transformation — is a further step: extending that same infrastructure to the product launch page. Not as a replacement for what already works, but as an additional touchpoint, integrated from the start into the same CGI pipeline that powers everything else.
This is not a new technology. It is a new decision about where the pipeline ends.
The case that defines the logic
Before looking at the sectors, one example sets the terms of the conversation clearly.
Relats manufactures protection sleeves for cables in the electromobility sector. It is a technical, B2B product — the kind that most brands would present through a PDF datasheet and a table of specifications.
Instead, they built a guided, scroll-driven web experience in which the product is at the centre from beginning to end. The user is led through a cinematic sequence that shows the product in context, communicates its technical characteristics through the visual, and builds a sense of quality and authority before a single specification has been read.
The product is not described — it is presented. Interaction is not functional to selection, but to experience.
What makes this significant is not the sector. It is the logic: a complex, niche, B2B product treated as a narrative object, with the same attention to visual quality and sequence that a consumer brand would bring to a flagship campaign. This is the standard we work towards at In2real. And it is the same logic that the most advanced brands in three very different sectors are already applying — each in their own way.
Three sectors, three expressions of the same standard
Motorbike and automotive: pipeline quality extended to every touchpoint
In the motorbike sector, visual infrastructures are among the most advanced in any industry. The shift from photography to CGI — completed by most major brands between 2010 and 2020 — brought scalable pipelines capable of managing dozens of models and hundreds of variants with consistency and control.
Ducati is a representative example of where this investment has led: its configurator allows users to explore over 400 original accessories in combination, with 360° high-definition visualisation and iconic environments reproduced in 3D. The fidelity is exceptional. The system is scalable. The user experience is coherent with the brand’s positioning.
This is a configurator built for a user who has already decided to explore the product — and it excels at that moment. The next frontier, which the most forward-looking brands in the sector are beginning to address, is bringing the same pipeline quality to the launch page: the earlier touchpoint where a user who does not yet know the model forms their first serious impression. Not a separate project, but the same Digital Twin, activated one step earlier in the funnel.
High-end furniture: material quality as the entry point to the experience
In high-end furniture, the measure of a 3D web experience is material fidelity — the ability to convey on-screen the tactile and aesthetic quality of the physical object.
The Paola Lenti configurator, developed by Studio Volpi, sets a high bar in this respect: over 2,000 finishes, real-time visualisation that renders technical fabrics, surfaces and colours with a precision consistent with the brand’s premium positioning. But what makes this system particularly significant is who it serves and how.
The configurator works on two levels simultaneously. For the end customer, it is a tool for exploring and visualising combinations — navigating a catalogue of thousands of samples that would be impossible to evaluate any other way. For the sales force, it is an operational tool: it solidifies the choices made during the consultation process and generates a final bill complete with all product codes and finishes. In a product range of this complexity, that document is not a formality — it is the outcome of a process that the configurator makes precise, traceable and shareable.
This dual function — experiential for the customer, operational for the sales team — is what a well-designed 3D tool in this sector needs to deliver. The same infrastructure, deployed with a narrative purpose at the launch page level, can introduce a new collection before the user is ready to configure anything: the same material fidelity, the same rendering quality, activated one step earlier to create desire rather than to finalise a choice.
Industrial and engineering: technical complexity made tangible
In the industrial sector, the challenge is different. The product has genuine technical complexity — and the most effective web experiences in this space are the ones that make that complexity tangible rather than simply documented.
The Relats case is the clearest expression of this. Rather than isolating technical data in a separate section, the experience integrates specifications — operating temperatures, certifications, performance thresholds — into the narrative flow itself. The complexity is not simplified: it is made accessible through the visual and the sequence. The result is a web experience that communicates authority and quality before the user has engaged analytically with the product.
For brands with complex products in the industrial space, this represents a significant shift in what a web touchpoint can do: not a reference document, but an active communication tool that builds purchase confidence from the first scroll.
One pipeline, one additional touchpoint
Three sectors, three different challenges. But the underlying logic is consistent across all of them.
The CGI and Digital Twin infrastructure that these brands have built is already capable of producing web experiences at the level of quality that a launch page requires. The configurator proves it. What changes is the intent: instead of supporting a selection process, the same assets support a narrative one.
A 3D interactive web experience built on this logic does not replace the configurator — it precedes it. It is the touchpoint where the product is not chosen, but introduced. Where the user is guided through a narrative built around the object, before they have any reason to compare specifications or select a variant.
The technology to do this is today accessible at realistic budgets for companies operating at these levels. The investment is methodological: designing the launch page as part of the pipeline from the start, not as a separate project that inherits whatever the pipeline produces.
Whoever has already built the Digital Twin has already done the hardest part. The next step is deciding how far to let it work.
In our next post, we’ll show you how we applied this approach to a real-world demo: from the Digital Twin to the launch page, for a top-of-the-range adventure motorbike.
At In2real, we design visual ecosystems for complex products. If you are considering how to extend your visual pipeline to the web touchpoint,
I believe great communication begins with listening. With a background in design and five years leading In2real’s communication efforts, I work with our team to help brands connect with their audiences through clear strategy, visual quality, and digital storytelling.